On the surface, television and the Internet couldnt appear any more different. One is almost 70 years old, the other is a relative teenager. One is primarily analog, the other is digital. One is a lean back experience, the other is a highly engaging, lean forward experience. Building successful advertising campaigns for these disparate worlds requires very different marketing skill sets.
In the digital world, Internet marketers and their agencies design campaigns based on a foundation of advanced data-driven techniques. Billions of individual online ad impressions are analyzed in real time by hyper-intelligent audience targeting and bidding so”ware tied to massive, high-performance computer networks. The real-time nature of the Internet provides marketers with a clear picture of how strategies are working, which segments are engaging,and what is driving the response.
In the medium of television, brand managers carefully consider their creative message in order to educate and activate key audiences. Data is a snapshot in time: Demographic data from the network informs the media buy, and customer research a”er the airing provides recall data. Real-time metrics are virtually nonexistent.
But what if we could apply the power of big data to television advertising? As marketers deliver integrated campaigns that cut across both television and the Internet, they will look to integrate television and digital advertising metrics to get a holistic view of total campaign performance.